The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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I love the Super Bowl. Not just for the game, but for the commercials. The marketer in me is always anxious to see what kind of talent the big advertisers and their agency teams will put on the field during the biggest showcase in advertising.

I loved Chrysler’s Imported From Detroit spot last year and they followed it up with a doozy this year, Halftime in America:

Here are the words that resonate when it comes to law firm marketing: 

We find a way through tough times, and if we can't find a way, then we'll make one. All that matters now is what's ahead.

So what is ahead for your law practice in 2012? Will you still be reeling from the punches that this economy has delivered over the past few years? Or will you take the time to reassess your legal marketing game plan and make the necessary adjustments to win?

One secret of highly successful attorneys is that they make time to plan for the future. We recommend meeting at least once per quarter with your senior partners (even if you are the entire partnership) to evaluate achievements, set new goals and work on your law firm marketing plan.

Here are some of the areas for you to think about:

Financial goals for your business --Don’t just focus on the money; focus on how you will get there.  If your average client spends $5,000 with you, how many new clients do you need to break $500,000 this year? (Answer: 100). That works out to about 2 new clients per week.  Unless you want a high volume law practice, you will need to develop a way to up-sell new clients into higher-end services.

Practice Area Specific Goals -- How many new estate plans do you want to do in the next 6 months?  How many new trials are you willing to take on this year?

Marketing Goals --All the top law firms in the country recognize the importance of marketing and business development.  You need to set measurable marketing goals. “I will meet with 4 new referral sources every month.” How are you going to meet them?  Who is going to set those meetings up?  Who will do the follow up?

Strategic Business Goals-- This is where you start to think big about your practice.  Challenge yourself; how can you come up with another $100,000 this year? How can you go from your current 5 referral sources to 30 in the next 6 months?

Personal Goals --Perhaps you need to schedule a vacation for yourself every quarter.  Maybe you have an idea for a new business venture.  What place does your family, friends and significant other hold in your life?

Above all, make sure your goals are S.M.A.R.T. -- Specific, Measurable, Achievable, Results-oriented, and Timed.  A good goal needs to incorporate all of these criteria.

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FREE "Top 10 Mistakes Attorneys Make and How to Avoid Them" E-book

In a newly revised e-book, legal marketing expert Stephen Fairley outlines 10 of the most common marketing mistakes attorneys make that can lead to the failure of their business, and provides specific strategies and proven principles for avoiding these deadly errors. 

Get your complimentary copy online here.

Regardless of your specific situation, this free e-book will help you examine how you are currently finding new clients and recommend specific steps you can immediately start using to grow your practice. 

We have helped thousands of attorneys achieve their goals of creating a financially successful and personally satisfying legal practice. In this e-book you will discover specific principles and tools you can use to grow your practice, too.